How to describe a complete requirements scenario during product design

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"Editor's note," the author of the article, Zhu Tencent CDC. For the interaction designer, describing the application scenario is the simplest straightforward way to describe the product requirements.

In this paper, the author describes the application scenario as a demand scenario, which is more vivid. Because the description of the scene is a process of analyzing user requirements, interpreting the process can make it easier to break down user needs and find the key to attracting users.

The demand scenario is a more grounded gas analysis and a method of describing the user's needs (the term "demand scenario" is preferred). It should have such a structure:

"At such a time (when), a certain place (where), there are some things around (with what), a particular type of user (WHO) germination of a certain desire (desire), will think through some means to meet the desire. ”

The meaning of the requirement scenario

In the traditional software development process, Product Manager/Product planning will first provide a list of functions. This list of features is often described in a program-oriented way, such as "commodity list support sorted from lowest to highest price".

The drawbacks of this approach are:

The product manager comes to this conclusion often because the competitor has the function, rather than analyzing the user's real needs.

Partner (Interaction designer/10243.html "> visual designer/Development engineer") cannot directly realize that this function is to help users achieve what goals, also do not know the value of this function, what can give real life changes.

Describing requirements in terms of demand scenarios can effectively avoid these drawbacks:

Product managers know that this new development feature is designed to help users solve problems

The interaction designer can learn the details of this requirement scenario: "Frequency, intensity of demand, what kind of user capabilities and accessibility tools"

Other partners are more likely to understand the value of this feature, to be able to express their views in a timely manner, to veto unreliable features, and to have a stronger resonance with the value of the function.

How can you tell if a usage scenario is valuable?

According to the psychological knowledge previously learned, when users have a certain need, they will try to use a variety of means to meet it. When there is no solution to be designed in the environment, the user will be able to work with all sorts of things they can find (you know the plane Cup, the inflatable doll, etc.).

When you can't find any solution, the user can only hold it. When the solution is not discovered for a long time, the user will despair (learning to learn to be helpless) and suppress the Act of trying (no online shopping, no matter how strongly you want to buy your wife a wedding anniversary gift, will not open the page). However, once the solution to the user before, please his trial, he experienced the joy of success will be put on it (think of the success of the 12306 booking when the mood bar, although it really rotten).

So, there are two ways to measure the degree of demand scenarios:

Survey at this stage whether the user is living together to use a product, in the heart of the criticisms, but also endure to use (again think of 12306 right).

Use the cheapest cost to make a basic solution, ask the target user to try, ask the experience.

Description method of using (requirements) scenarios and the necessity of each part

As mentioned earlier, the requirements scenario should be described as follows:

"At such a time (when), a certain place (where), there are some things around (with what), a particular type of user (WHO) germination of a certain desire (desire), will think through some means to meet the desire. ”

The meaning of each part of the information is as follows:

When,where,with what

These points of information are in fact a uniform description of the environment in which demand arises. From these environmental information can analyze the conditions that induce demand and the environment condition when demand arises.

For example, "when waiting in the terminal, the user will want to charge when they see the cell phone charge is too low."

Based on this, it can be analyzed that the user is in the low power of information stimulation, want to recharge. At the time he was in the terminal, a place full of electrical appliances, but no sockets were developed for passengers.

Who

The demand scenario also needs to analyze what type of person has this need and what ability he has to potentially help him achieve his goals.

Continue to the previous example, the mobile phone users may have this demand, because they get off the plane will usually contact the family to report peace, contact someone to pick up the machine, and so on. These people on the plane are generally more rich, with cash or credit cards.

Desire

There are some caveats to the description of requirements, that is, there is often a deeper need behind some kind of demand, and it is just a solution to this requirement.

For example, to charge a mobile phone is a demand. But the demand behind it may be to get bored, keep your family safe, see the destination city map, contact the travel agency, and so on. Charging a mobile phone is just one of the solutions that users can think of behind the scenes.

An ongoing layer of analysis of requirements may help you understand more clearly what users want. It is also possible to meet the needs behind it once it is too difficult to meet a certain demand. For example, assuming that charging in the lounge is too difficult, it can also provide users with TV (boring), credit card pay phone (for family security), provide the flight destination map (see Destination city map), Hotel (contact travel).

Method

Method is the user's existing solution. A clear description of the existing solution can help the product team determine who the competitor is. This competition is often not limited to the same industry, as long as the target demand, is the competitor.

For example, a satellite map competitor may be a paper map, a compass, and an aunt, for the need to obtain geographic information.

With the understanding of competitors, you can more clearly know whether this user demand exists, how strong, our new plan has advantages, whether the other side is weak burst.

In summary, based on the demand scenario analysis of user needs, can make the product more grounded gas.

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